The Challenge
Pro-Mark worked with the leading international provider of satellite navigation equipment and software in order to establish a lead generation and appointment setting campaign for their representatives selling fleet management software.
In conjunction with the activity, Pro-Mark would be required to actively publicise a new product launch and brand via telephone marketing and represent the company’s brand in a professional manner.
Key to the success of the campaign would be the ability to manage the their representative’s individual appointment diaries remotely.
During the campaign Pro-Mark would actively build a database of potential prospects to be used by the client for future marketing and sales activity.
The Solution
Pro-Mark worked closely with the company’s data management and sales teams to establish a profile of the contacts and companies to met with their key demographics. This information was then used in conjunction with database providers to establish a marketable database.
Sales script were produced by Pro-Mark in order to aid the telesales agents to maximise appointment opportunities. The scripting had a clear message articulating the features and benefits of the product whilst expressing a desire to demonstrate the product in person. In conjunction with the scripting, ‘objection handling’ material was produced for the telesales agent’s assistance.
A training program was designed in relation to the activity that all telesales agents would need to undertake. This included: objection handling with ‘Gatekeepers’, the company’s branding and company philosophy, selling the features and benefits of the new product, closing an appointment. All agents completed the training course and were required to successfully complete compliance testing in conjunction with the training modules.
An interactive diary system was used by both Pro-Mark and the company during the course of the campaign. The diary system eliminated any potential problems with booking appoints for the representatives. It also proved to be very time efficient.
The Outcome
Pro-Mark successfully completed the lead generation and appointment setting campaign for the company’s representatives. All targets set by the company were met.
During the lead generation and appointment setting activity a database of future marketing prospects was gathered.